The Strategeiz Marketing Research Of National Sun Yat-sen University''s EMBA Program

• Main Authors: Ming-zhi Lu, 盧明志
• Other Authors: Stephen D. Tsai
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/46635910232758688613

碩士 === 國立中山大學 === 高階經營碩士班 === 93 === Facing environmental violent changes, rapid technological development and irresistible trends towards to internationalization of enterprises, the management suffered from more competitive pressure which makes further study become an important issue. Accordingly, more and more EMBA programs are becoming the channels of further study for the top management of company. However, under the situation of over-supplied on-job education, it would be an critical issue how managers choose the courses which meets their needs and universities utilize their core competences to develop the differentiate position. Therefore, the case study and questionnaires are addressed in the thesis. First, four cases of National Taiwan University, National Cheng-chi University, National Sun Yat-sen University, and National Taiwan University of Technology were explored to delicately compare each other on courses and programs. In perspective of educational marketing, effective marketing strategy was well planned based on the current resources of NSYSU. Then, the questionnaire was delivered to the students majoring in NSYSU EMBA/IEMBA programs to verify if the well-planned marketing strategy can promote their willing and satisfactions. The research findings are shown as the followings, The major findings of this study are summarized as following: 1. The domestic EMBA programs need a strategic positioning to driver a unique type of value to executive managers and to achieve competitive advantage. 2. The domestic EMBA programs need to combine the theory with practice and to advance interaction among students. If the domestic universities can develop much more teaching methods, they will create better learning effectiveness. 3. However, class time, location convenience, programs design internationalization degree, material with practice, students with varies background and establish human network relations are the six important factors for EMBA students to chose EMBA/IEMBA programs. 4. About 50% subjects think that the class location is more flexible to learning in Taiwan, China and Singapore at the same time. 5. Over 60% subjects think that the class time is more favorable for them if they can get the overseas universities’ EMBA/IEMBA programs according to their working locations. And the credits can be approved by NSYSU. 6. If the NSYSU EMBA/IEMBA programs can cooperate with China and Singapore to plan a 「Across the universities and get double master degree」system or to design much more practice materials about Taiwan, China and Singapore, they will increase students’ learning satisfaction. 7. Over 80% subjects think that it’s beneficial for them to meet EMBA students coming from diverse countries vie NSYSU EMBA/IEMBA programs. 8. All in all, the NSYSU Asia-Pacific EMBA and marketing strategy developed in this study indeed fit EMBA students’ needs.